marketing final

if a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

a focus-group interview

to meet federal gas mileage regulations, Ford has developed aluminum vehicle bodies that are 100% recyclable and light enough to help conserve fuel. what kind of response is this to environmental forces?

reactive

total buying power declines during periods of economic

recession

marketing facilities exchange relationships between buyers and sellers. what is marketing's primary intended outcome for this relationship?

satisfaction for both the buyer and seller

when working as a summer intern for a local retail store, Brianna was sent to the library to look up data on population forecasts for the city of Seattle. the population information she found would be considered

secondary data

characteristics of individuals groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called _______ variables

segmentation

the process of dividing a total market into market groups because people within each group have relatively similar product needs is called

segmentation

_________ are online marketplaces where buyers and sellers from around the world can exchange information, goods, services, ideas, and payments.

B2B e-commerce sites

which of the following buying situations is most consistent with routinized response behavior?

Stephanie buying bottled water

the primary value that a customer expects to receive from a marketer in an exchange relationship is

a reward or benefit greater than the costs incurred in the transaction

selective exposure refers to

admitting only certain inputs into consciousness

a business advantage of the concentrated targeting strategy for any company is that it

allows a firm to develop a special marketing mix for a single market segment

decreasing sales, increasing expenses, or decreasing profits

are examples of symptoms that point to larger problems

problem recognition occur when a consumer

becomes aware that there is a difference between a desired state and an actual condition

whole earth provision company sells online through its website, while also selling through physical store locations. this type of retailing is referred to as

brick-and-clicks

what is a primary difference between business and consumer buyers?

business buyers generally place larger orders than consumer buyers

the problem with using an undifferentiated strategy to market a "universal car" is that

car buyers have heterogenous needs

according to the Boston Consulting Group, marketers may classify their products as all of the following except

cash contributers

mama Maggie's bakery is a family owned business with more than $1 million in annual revenues and six locations. at mama Maggies, decisions are sometimes slow in coming and top-level managers delegate very little authority to lower-level employees. mama Maggies is a ____ organization

centralized

when shopping for detergent, Dylan looks at Arm&Hammer, Gain, Method, and Cheer and chooses the one that is on sale. there four brands make up his ______ set

consideration

an American airways flight from Dallas to Houston was full, and the tickers were more expensive than the almost-empty American airway flight from Chicago to pheonix. this is an example of what kind of service pricing?

demand-based

With its Venus razor, Gillette was the first marketer to offer a five blade razor specifically designed for women. This is an example of market segmentation using ___________ variables.

demographic

segmentation variables for consumer markets are usually grouped into four categories:

demographic, geographic, psychographic, and behavioristic

Michelin is a manufacturer and marketer of tires for new passenger cars. in recent years, the company's business has decline because of the overall decrease in consumer demand for new cars. in this case, the demand for Michelin's tire products is said to be ______ because it depends on the demand for new cars

derived

the best approach for a company to take when monitoring its competitors is

developing a system for gathering ongoing information about competitors

Starbucks operates thousands of coffee and tea stores through the US as well as 62 other countries. which of the following describes Starbucks' level of commitment to international marketing?

direct ownership

refer to scenario 8.2. KFC's establishment of International production/processing facilities is an example of

direct ownership

kristen was reviewing her bank statement for last month. she had paid her rent, her car payment, utility and phone bills, and made three trips to the grocery store. Kristen had also bought tickets to a Beyonce concert and an outfit to wear to the concert. the money spent on Kristen's rent, car, electric, and phone bills was likely from her_________, while the money spent on the concert tickets and new clothes were from her _________.

disposable income; discretionary income

the purpose of market segmentation is to

divide a total market to enable a marketer to develop a more precise marketing mix

after purchasing a product, post purchase evaluation may result in cognitive dissonance. cognitive dissonance is

doubts that occur because the buyer questions whether the decision to purchase the product was right

at what level of involvement in international marketing is Harley-Davidson with regard to its bikes?

exporting

burke research is concerned about using surveys to conduct a marketing research project because

fewer people are willing to participate

all of the following are marketer-dominated sources of information except

friends

_____ competitors provide very different products that satisfy the same basic customer need

generic

the university of North Carolina and the University of Illinois at Urbana-champaign both offer online MBA programs that are available to students around the world. this is an example of

globalization

a physical product you can touch is a(n)

good

discretionary income is used for all of the following except

groceries

______ that are either accepted or rejected become the primary conclusions of marketing research study

hypotheses

_______ that are either accepted or rejected become the primary conclusions of a marketing research study.

hypotheses

as a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed

in the hands of the consumer

Recently Raul went to a neighborhood grocery store to pick up a few items. When he looked for Degree Men's Dry Protection Antiperspirant, it was unavailable. Although there were a number of antiperspirant brands available, he did not buy any deodorant. Raul's behavior indicates that he most likely has what level of brand loyalty toward Degree Men's Dry Protection deodorant?

insistence

Tesla executives have set an objective for the firm's new Model 3 to boost Tesla's market shaw by 10 percent. What is the main problem with this objective?

it does not specify a time period

the alphabet corporation, best known for its google search engine, is a prime example of a multinational enterprise. with this in mind, which of the following would most accurately characterize alphabet's operations?

it has operations or subsidiaries in many different countries

the annual consumer reports rating of your company's flagship product was just released. generally speaking the rating was good but not great. based on the consumer comments that were referenced in the rating, it appears that many consumers have a negative view of the product's convenience and safety attributes. in order to address these consumer concerns your company should consider doing which of the following?

make functional modifications to the product

general mill's Honey Nut Cheerios, a _________ brand, is likely to be found on the shelf at HEB next to Honey Nut Toasted Oats, a ________ brand that has very similar coloring and styling for its package

manufacturer; private distributor

if toms of Maine wants to maximize profit on its toothpaste, it should operate at the point where

marginal revenue equals marginal cost

which of the following is a strategy of increasing sales of current products in new markets

market development

old spice used actor and former NFL wide receiver Isaiah Mustafa to act as its spokesman as the "old spice man". it filed humorous videos of the actor that went viral online. old spice saw sales of its deodorants increase substantially from the previous year. what time of competitive growth strategy did old spice use?

market penetration

the percentage of a market which actually buys a specific product from a specific company is referred to as that product's

market share

what type of competitive structure exists when a firm produces a product that has no close substitutions?

monopoly

when a business is making its initial purchase of an item to be used to perform a new job, it is known as a ________ purchase.

new-task

marketing research is a process designed to gather information

not currently available to decision makers

when a theater entices customers to see movies during the daytime by offering tickers at a reduced price, it is trying to solve the services marketing problem of

off-peak demand

the four major competitive structures are

oligopolies, monopolies, monopolistic competition, and our competition

favorable conditions in the marketplace environment that could produce business rewards for the organization if acted on properly are called

opportunities

Jhumpa is questioning whether she has made the right decision about purchasing a new HP laptop after she sees a friend with a new iMac. Jhumpa's doubt whether she made the right decision occurs during the __________ of the buying decision process

post purchase evaluation phase

Lola prefers to buy John Frieda Sheer Blonde shampoo; however, if that is not in stock, she will buy L'Oreal or TIGI Bed Head. Lola's level of brand loyalty can be described as ___.

preference

CalAtlantic Group needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect ________ from the numerous locations, it decides to use ________ data from the US Department of Commerce reports to get this information

primary; secondary

when Liv goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also need a specific type of calculator. with regards to the calculator, at which stage of the consumer buying decision process is Liv?

problem recognition

the five major stages of the consumer buying decision process, in order, are

problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation

in an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketer should be careful not to

promise too much and use customer expectations beyond what they can deliver

When Shaw Industries develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?

promotion

the element of the marketing mix used to increase awareness of a product or company is

promotion

markup is measured either as a percentage of _______ or a percentage of ________.

selling price; cost

Sonys strong name recognition and solid customer demand for its televisions and game systems are two elements of the firm's

strength

secondary data cannot be obtained from

surveys

Just Crack an Egg is aimed at people concerned with on-the-go lifestyles. these people represent the Just Crack an Egg

target market

you will give the keynote address at the annual meeting of the American Cereal Makers Association. you realize most of the attendees think marketing is just advertising. so, you decide to start your keynote address by defining what marketing is in order to set the proper context for your speech. you define marketing as:

the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationship with customers

nabisco asked consumers to suggest new Oreo cookie flavors on Twitter and Instagram using the hashtags #myoreocreation and #contest. the top three suggestions receive $25,000 and the chance to see their cookie in stores. online fans then vote to choose the final winner, whose entry will then become a new Oreo flavor. this best illustrates how digital and social marketing have influenced

the product variable of the marketing mix

which of these statements is not true about business markets?

the purchase is always made by more than one individual

in today's marketing environment, competitors can take on many forms. for example, a Starbucks latte can be seen as a competitors to an issue of the New York Times. In this circumstance, these two products are described as ___________ competitors

total budget

if White Mountain Group saw all table sugar customers as pretty much alike and thus offered only one marketing mix, it would be using the ______ strategy

undifferentiated

when a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a _____ strategy.

undifferentiated